In recent years, I’ve had the good fortune to live near a premier polo club featuring players from around the world. It’s been fun and intriguing learning about the game; even more so, watching polo matches and participating in events that enabled me to get “up close and personal” with players, trainers and horses.
Recently the polo club hosted a presentation by world-renowned horse trainer Pat Parelli. Described as a master horseman with an uncanny ability to read a horse, Parelli advocates and practices the art he has coined “natural horsemanship.” He focuses on specific principles that change the way people interact with horses.
Aspiring to improve the relationship between humans and horses, Parelli helps his clients to gain an understanding of how horses feel, think, act and play. As business leaders, we also need to understand and respect our clients, business partners, peers and prospective customers.
And there’s the connection between a horseman’s principles and effectively marketing your business.
Three enlightening principles of natural horsemanship
1. Give to get (don’t bully)
In life — with or without horses — our immediate priorities don’t always synch with those we interact and work with. To successfully achieve our goal requires some give-and-take.
A common problem that Parelli solves for clients is a horse that’s unwilling to load into a trailer (which he refers to as a metal cage on wheels). Handlers frequently need to get horses into trailers for traveling, but horses are instinctively averse to small spaces. Obviously, a pulling match with a horse that weighs ten times the handler’s weight is not an effective strategy.
Parelli advises his pupils not demand or seek more than is ready to be given. He advocates use of a taut lead to motivate, and releasing the pressure when the horse takes a single step. Pressure motivates, the release teaches.
In a business setting, inundating prospects who have not expressed interest with re-marketing emails, social (stalking) ads and unwelcome texts could be viewed as being bullied into a metal cage on wheels. Marketing outreach that’s extended at a restrained pace might be a more effective strategy.
2. Pause and regroup
Because horses are sensitive and skittish by nature, handlers need to advance in phases. To encourage the desired action, Parelli advocates an approach he refers to as herding behavior. From the horse, he seeks one small response at a time (literally, a single step).
When the horse takes this step; the handler pauses. During this pause, the rein is loose and the horse is not under pressure. In contrast with aggressive or dominating behavior, patience builds a partnership between the handler and the horse.
By changing the dynamics of the interaction between himself and the horse, the handler is able to get the horse to take the desired action.
When marketing your business services, be patient and seek to build a partnership. Consider letting up the pressure and awaiting an expression of interest prior to advancing.
3. Show respect
Equine or human, we all want and deserve respect. When a horse responds appropriately to pressure, Parelli stresses the importance of acknowledging the action. He also advocates leading from a distance and allowing the horse space because it mitigates the horse’s stress.
A handler’s approach must be adjusted for each situation. Like horses, prospective clients have their own perspective; to effectively make connections, it’s important for us to understand where they’re coming from.
Parelli’s advice for horse handlers is equally sage for humans.
In marketing your business,
- Be assertive, but not aggressive
- Squelch your frustration
- Adjust your approach to fit each situation
